ABDT5134 SMDM TUTORIAL 1 ANSWER 9/27/2011
Mr. Lee must be able to sense what is happening in the market and what is likely tooccur in the future according to competitive threats beyond industry boundaries. Hemust develop strategies to seize opportunities and counter threats, and to anticipatewhat the market will be like in the future.
Designing marketing strategy
Customer targeting strategies
Me. Lee must select the people that he wishes to serve in the product-market. Thisdecision is the focus of the marketing strategy since targeting guides the setting of objectives and developing a positioning strategy.
Customer positioning strategies
Mr. Lee must choose a combination of product, channel of distribution, price andpromotion strategies to position himself against his key competitors in meeting theneeds and wants of the target market.
Marketing relationship strategies
The driving force underlying these relationships is that Mr. Lee may enhance itsability to satisfy customers and cope with a rapidly changing business environmentthrough collaboration of his suppliers, distributions, and customers.
Planning for new products
Mr. Lee must closely coordinate new product planning since it is essential to satisfycustomer requirements and products with high quality at competitive prices. Newproduct decision include finding and evaluating ideas, selecting the most promisingfor development, designing marketing programs, market testing the products, andintroducing them to the market.
Marketing program development
Mr. Lee must shape each of the following strategies into a coordinated plan of actionin order to be effective.
The product is the machine that can help to save energy.
Mr. Lee needs to decide the type of channel organization to use, the extent of channel management, and the intensity of distribution appropriate for his product.
Mr. Lee must choose the role of price in his positioning strategy, including thedesired positioning of the product or brand as well as the margin necessary to satisfyand measure distribution channel participants.
Mr. Lee must choose activities, such as advertising sales promotion, sales force,direct marketing and public relations that perform as essential role incommunicating the strategy to buyers.
Strategy implementation and management